Talking strategy: “Greenhushing”—why are some apparel brands under-reporting their sustainability achievements

Talking strategy: “Greenhushing” why are some apparel brands under-reporting their sustainability achievements



"Greenhushing"—a term used to describe the practice of deliberately choosing to hide green or environmental, social and corporate governance (ESG) credentials—is being adopted increasingly by apparel brands as a result of intense scrutiny and criticism that they are not progressing towards environmental sustainability as far or as fast as they should be. In fact, such scrutiny and criticism could be hampering progress towards environmental sustainability rather than encouraging it. In this report, Robin Anson analyses some of the reasons why greenhushing is on the increase. Also, he reports on two greenwashing lawsuits being pursued against a major fashion apparel brand which is alleged to have made false claims about its take-back and recycling programme, and is also alleged to have misled consumers into believing that its products are more environmentally friendly than they actually are.